Commercials are visuals created to catch a viewer's attention and make them want the product that is being shown. Taco Bell released an effective commercial to promote their at the time, new, breakfast menu. Taco Bell's breakfast slogan is the 'breakfast defector' someone who doesn't conform to the routine idea of a morning fast food breakfast. Taco Bell's use of color, symbolism, and written text effectively create a visual text, that promotes its new breakfast menu, while at the same time discrediting the average fast food breakfast.

 Taco Bell uses a variety of symbols to relay the idea that Taco Bell is a better choice for breakfast than McDonald's. At the beginning of the commercial clowns are introduced that resemble North Korean soldiers. Ronald McDonald, a clown, is the face of the McDonald's brand. The clowns in the commercial are used as enforcers to make people eat McDonald's average everyday breakfast choice, by utilizing the clowns in this way Taco Bell is insinuating this idea that McDonald's is bad and people are forced into eating an average breakfast, but can now change their choice, because Taco Bell has breakfast available. A wall is used within the commercial separating the land into two sides a Taco Bell side and a McDonald's side. This wall resembles the Berlin Wall which in 1961 was put up to separate East and West Germany, because of differing opinions of how Germany should be run (History.com 2009). East Germany put the wall up to keep West Germany's democratic views out of socialist East Germany (History.com 2009). Taco Bell's use of the Berlin Wall, to create this idea of separation and greater on one side, adds to the idea that you have no room to escape average if you stay on the McDonald's side of the wall. The breakfast defectors when trying to run away and escape the McDonald's side encountered many obstacles along the way, like Egg McMuffin land mines in the ground that would explode if someone ever tried to cross to Taco Bell's side. The Egg McMuffin is McDonald's signature breakfast item, so the to use them as land mines relays the idea that Taco Bell's breakfast is the better choice, because it won't blow you up like that of their competitor McDonald's. This idea of being blown up is also taking a shot at the McDonald's brand, because McDonald's is known for being fattening, so eating an Egg McMuffin routinely could cause someone to gain tons of weight, which could potentially be dangerous to a person's health. Taco Bell is promoting this idea that since their breakfast is not average and the routine choice for breakfast people won't have to worry about the dangers of eating an unhealthy average breakfast, because they are not the average fattening fast food breakfast.

Throughout the commercial color was used as a visual tool to further explain, how Taco Bell's breakfast was not the average boring breakfast choice, that no longer was causing excitement in the lives of people who ate it. When the breakfast defectors were on the McDonald's side of the separation wall the majority of the colors used were dark and dull. The mind utilizes color as a way to induce feeling about a product. Taco Bell's use of dark colors to signify the McDonald's brand as dull adds to the idea that continuing to eat their breakfast is causing the consumer to settle, when there are less average and more vivid breakfast choices like Taco Bell for them to choose. There are a few vivid colors used on McDonald's side of the wall, the faces of the clowns are red and white, which compared to the dark setting is bright and noticeable. The use of bright colors to highlight the faces of the clowns is necessary in making it resonate with viewers that these clowns are a part of the McDonald's brand, but they are bad because they are in dark military style clothing and are trying to enforce people to continue to eat an average choice of breakfast. There is also a bright yellow slide on the McDonald's side, yellow is a key color in the McDonald's brand and is associated with their logo. Taco Bell effectively uses a bright yellow slide to bash the McDonald's brand again, because the viewer has to notice the slide since it is brightly color and will associate it with McDonald's. Since the slide is located on the dull McDonald's side of the separation wall, the viewer however, will not relate a negative connotation to the slide. Once the breakfast defectors make it to Taco Bell's side of the wall, the whole commercial goes from dull and dark to bright. Taco Bell's use of a bright and colorful commercial once the breakfast defectors make it to their side of the wall, promotes this idea that when the consumer switches to their breakfast they won't have to eat a dull and average breakfast anymore, they now have this bright and new breakfast option to enjoy. 

Written text is also used to promote the Taco Bell brand while discrediting McDonald's breakfast. At the start of the commercial, the breakfast defector is in his room and on what appears to be a censored television the text "happiness is the same breakfast" appears. The use of Taco Bell to promote the idea, that McDonald's wants their consumers to be satisfied with an average breakfast, adds to the idea that they are not a great choice for breakfast in the morning, because you won't get anything different or unique. There are also walls within the McDonald's side and on the McDonald's side of the separation wall that say 'circle is good, hexagon is bad.' The commercial is not highly narrated, so the use of these written texts allows the viewer to associate the idea of an Egg McMuffin which is circular shaped with the same old boring breakfast, because the people eating the Egg McMuffin daily are not visually happy. By the expressions on the faces of the people eating the Egg McMuffins, it is understood that this breakfast item is in fact not good, because someone who was enjoying it would not look so upset to have to eat it if it were in fact good. Since Taco Bell's breakfast was new when this commercial was released, it allows the viewer the opportunity to relate the hexagon shape with the Taco Bell brand for future reference.  Taco Bell's use of the 'hexagon is bad' text on the McDonald's side makes an attempt within their commercial to say that McDonald's will try to discredit their breakfast; but actually continues to discredit the McDonald's because, once the breakfast defectors move to the Taco Bell side it can be interpreted that they actually have a not so average breakfast that they now enjoy.

Taco Bell's ability to incorporate symbols, color, and visual text effectively creates a commercial that promotes their product, while trying to make the viewer think about how they may conform to current breakfast options and how they should switch to a better choice. Taco Bell's new breakfast menu, is promoted in this commercial as a better choice, because it's not the normal boring and average fast food breakfast that people are used to, it's something new and innovative. Not once within the commercial does Taco Bell, actually call out McDonald's but the way their commercial focuses on key aspects of the McDonald's brand to discredit them is effective in promoting Taco Bell's not so average breakfast. Symbols associated with boring and average everyday life, as well as, the Taco Bell brand and McDonald's brand helps to promote the new Taco Bell breakfast while at the same time trying to draw awareness to the idea that McDonald's breakfast is average. Color is used to add to Taco Bell's idea that McDonald's breakfast is average and dull, through the use of dark colors. While at the same time, promoting Taco Bell's breakfast by using brighter colors when discussing the new and innovative Taco Bell breakfast. This visual text effectively promotes Taco Bell's breakfast, because although it lacks narration, the viewer is able to truly understand the purpose of the commercial through written text, color choices, and symbolism.

